Organic cosmetics are extremely popular right now, as consumers place a huge importance on using products that are both safe and eco-friendly. However, new research suggests these seemingly natural products aren’t living up to the hype.
Market research firm Organic Monitor analyzed more than 50 cosmetic brands, ranking them by their degree of “naturalness.” The study was conducted by a chartered chemist, who studied the product formations and matched them up to their marketing assertions. Results revealed that most brands are not completely honest in their claims, effectively misleading consumers.
The Hidden Truth of Many Organic Brands
In the study, some organic products marketed as 100% natural were found to contain toxic substances, including surfactants, emollients, and synthetic preservatives. Other brands claiming to be natural actually consisted of conventional formations and multiple products failed to meet minimum natural standards.
On the plus side, results revealed products that were certified by a known agency ranked the highest. Consequently, Organic Monitor encourages companies to seek organic or natural certification and urges consumers to look for this when purchasing products. Certified products must adhere to strict industry standards regarding natural ingredients and the formulation process.
Of course, not all certifying agencies hold the same merit. The report held organizations like BDIH, ECOCERT, NPA, NaTrue, and Soil Association in high regard, but condemned Fair Trade organizations with notably low standards. Consumers frequently assume all products with a Fair Trade certification are natural, but that is far from the case. In fact, results of the study revealed many contain a high volume of synthetic ingredients.
The degree of naturalness tends to vary significantly by geographic region, with European brands ranking the highest, followed by North American varieties. While many Latin American and Asian brands have started marketing themselves as natural, results revealed products typically contain high levels of emulsifiers, synthetic preservatives, and other decidedly unnatural ingredients.
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